Not all customers are created equal. While every buyer matters, a certain segment—your VIP customers—contributes disproportionately to your revenue, growth, and long-term success. Treating these customers like just another name on your email list is a costly mistake. Instead, brands should intentionally identify, segment, and nurture their most valuable customers to build loyalty and maximize lifetime value. The good news? With the right strategy, automation, and personalization, you can design a powerful VIP program that makes your best customers feel truly special while driving significant sales growth.
What Are VIP Customers?
VIP customers are the small percentage of your audience who generate the majority of your revenue. They’re your high-CLV power buyers—loyal repeat customers who purchase frequently, spend more per order, and actively engage with your brand because they know, like, and trust you. These are the people who consistently fuel your growth and are most likely to keep doing so in the future. In other words, they are your most valuable segment—the customers you absolutely cannot afford to lose.
The Power of VIP Flows in Loyalty Programs
VIP flows are the backbone of a loyalty program strategy, designed to reward and retain your biggest spenders. These flows should start by alerting shoppers when they’re getting close to qualifying for your VIP community. This early notification builds anticipation and motivates them to take the final step that unlocks exclusive perks.
Sample Pre-VIP Message:
“You’re just $25 away from unlocking VIP status! As a VIP, you’ll gain access to exclusive deals, early product drops, and special rewards reserved only for our top customers. One more purchase and you’re in!”
Once a customer qualifies, they enter a VIP-specific welcome series that sets the tone for their new relationship with your brand. This series explains the benefits, highlights what they can expect from the program, and delivers their first set of VIP rewards—whether that’s a unique discount, free shipping, or early access to limited editions.
By celebrating milestones and unlocking new rewards over time, VIP flows delight top shoppers and encourage repeat spending. This gamifies the shopping experience, making it fun to engage with your brand, spend more, and look forward to unlocking the next incentive. The result? Higher retention, stronger loyalty, and a community of customers who feel truly valued.
How to Define VIP Customers
Every brand must determine its own criteria for what qualifies as a VIP. The two most common approaches are:
- Number of Purchase Orders – Customers who make frequent repeat purchases.
- Total Order Value – Customers who spend significantly more than the average buyer.
- A Combination of Both – The most effective approach, as it ensures you’re rewarding both high-frequency buyers and high-value spenders.
For example, if your average customer places 2 orders per year worth $100 each, a VIP might be defined as someone who places 5+ orders annually or spends $500+ in a given timeframe.
Provide Cross-Sell or Upsell Opportunities
As you build automations to engage your VIP shoppers, leverage their past order history to shape a messaging strategy that feels personal and relevant.
Two of the most effective tactics are cross-selling and upselling. Cross-sells expand what customers buy, while upsells elevate what they buy—both are powerful when fueled by past order history in your VIP flows.
- Cross-Sell
Use purchase history to recommend complementary products that naturally pair with what they’ve already bought.- Examples: Suggest related items, highlight bundles frequently purchased together, share blogs or guides showcasing how products work in tandem, or send personalized recommendations of what they’re likely to enjoy next.
- Upsell
Encourage your VIPs to upgrade to more premium, higher-value versions of products they already love.- Examples: Showcase premium or add-on versions, offer upgrade incentives or discounts, highlight higher-tier or subscription-based options, or provide educational content that demonstrates the benefits of upgrading.
Cross-Sell vs. Upsell for VIP Customers
| Strategy | Definition | Examples | Goal |
|---|---|---|---|
| Cross-Sell | Recommend complementary products based on past purchases. | – Suggest accessories or add-ons (e.g., shoes with a dress). – Showcase bundles others bought together. – Share blog posts/guides linking related products. | Increase average order value by adding more items to the cart. |
| Upsell | Encourage purchase of a higher-value version of a product they already love. | – Promote premium or luxury versions. – Offer subscription upgrades. – Provide educational content highlighting benefits of the upgrade. | Boost revenue per order by moving customers toward premium tiers. |
By tailoring your automations this way, you not only increase order value but also make your VIPs feel understood and rewarded with offers that truly match their preferences.
Creating a VIP Segment
Once you’ve defined what makes a VIP customer, the next step is building a dedicated segment in your email marketing platform. This segment should update automatically, so every customer who meets your criteria is added in real time. This allows you to target them with personalized messaging and exclusive offers the moment they enter VIP status.
Designing a VIP Automated Flow
To truly make VIP customers feel special, build a dedicated automated flow for them. This flow should include:
- A Warm Welcome to the VIP Club – Send a personal thank-you message acknowledging their loyalty and highlighting the benefits of being part of your VIP tier.
- Exclusive Offers – Share early access to new products, limited-edition items, or exclusive discounts only available to VIPs.
- Insider Content – Give them behind-the-scenes looks, sneak peeks, or founder’s notes to make them feel like insiders.
- Milestone Celebrations – Recognize special moments, like their 5th purchase, spending milestones, or even birthdays, with personalized rewards.
- Loyalty Rewards – Offer referral bonuses, free gifts, or double loyalty points for continued purchases.
- Feedback Solicitation – Automated surveys, personalized outreach.
VIP Flow Framework
1. Pre-VIP Alert (Threshold Reminder)
- Trigger: Customer approaches the VIP threshold (e.g., 90% of required spend or points).
- Message Goal: Motivate them to complete the final step.
- Example Copy:
“You’re just $25 away from unlocking VIP status! Complete your next order and gain access to exclusive rewards reserved for our best customers.”
2. VIP Welcome Email (Qualification Confirmed)
- Trigger: Customer qualifies for VIP status.
- Message Goal: Celebrate achievement and introduce perks.
- Example Copy:
“Congratulations—you’ve made it! You’re now officially a VIP. Expect exclusive deals, early product access, and perks designed just for you. Here’s your first reward to get started.”
3. VIP Onboarding Series (Education & Excitement)
- Trigger: Immediately after VIP welcome.
- Message Goal: Teach customers how to maximize their new status and create excitement.
- Content Ideas:
- Breakdown of perks (discounts, free shipping, early access).
- Highlight upcoming VIP-only events or product drops.
- Share stories or testimonials from other VIP members.
4. Ongoing VIP Perks (Retention & Engagement)
- Trigger: Weekly/monthly campaigns targeted only to VIP segment.
- Message Goal: Keep VIPs engaged and spending.
- Examples:
- “VIP Early Access: Shop the new collection 48 hours before anyone else.”
- “Exclusive VIP-only 20% off event.”
5. Milestone Celebrations (Gamification)
- Trigger: Customer hits key milestones (e.g., 6 months as VIP, $1,000 total spend, 10th order).
- Message Goal: Make loyalty fun and encourage progression.
- Example Copy:
“You’ve officially placed your 10th order with us—thank you! Here’s a special gift to celebrate this milestone.”
⚡ Pro Tip: Add dynamic segmentation so that perks scale with spend—turning your loyalty program into an ongoing game that customers want to keep playing.
Emails to Keep VIP Customers Engaged
Your VIP emails should differ significantly from your standard campaigns. These customers don’t just want another coupon—they want recognition and exclusivity. Consider including:
- Personalized thank-you messages from the founder or team
- Early-bird access to product launches or seasonal sales
- Invitations to limited-time events, webinars, or communities
- Free gifts, samples, or exclusive bundles
- Surveys asking for feedback on new products (making them feel part of the brand’s growth)
Creative Ways Engage Your VIP Community
- Spark Conversations: Invite VIPs to start discussion threads, share experiences, or even contribute guest blog posts to showcase their voice.
- Surprise & Delight: Add unexpected joy with spin-the-wheel discounts, bonus rewards, or exclusive gifts that make members feel special.
- Run Contests & Challenges: Host fun competitions on your community page—like photo contests, quizzes, or referral challenges—to encourage participation and excitement.
- Spotlight Your VIPs: Re-share VIP videos, testimonials, and user-generated content to recognize their contributions and reinforce that their time and loyalty matter.
The tone should always be warm, appreciative, and exclusive—making them feel part of an inner circle.
Adding VIP Messages to Your Content Calendar
Your VIP program deserves messaging that goes beyond the ordinary. Every communication should reinforce the exclusivity and value of membership, using language that makes VIPs feel like insiders with access to privileges no one else can claim. The tone should celebrate their loyalty and highlight their importance to your brand.
When planning VIP messages in your content calendar, consider:
- Frequency: Decide how often you’ll communicate (weekly, monthly, or quarterly) and keep it consistent so members know when to expect your updates.
- Content Focus: Plan unique content tailored to VIPs, such as exclusive sales, early product launches, member spotlights, or behind-the-scenes updates.
- Strategic Goals: Align each message with a clear outcome—whether it’s driving revenue, boosting referrals, encouraging repeat purchases, or building anticipation for new product adoption.
By intentionally scheduling VIP messages with clear goals, consistent cadence, and exclusive content, you’ll not only engage your top customers but also strengthen the sense of prestige that keeps them loyal.
Here’s a Quarterly VIP Content Calendar Example (12 weeks) infographic, showing a rotating cadence of offers, spotlights, product drops, contests, and surprise perks—keeping VIP messaging fresh and consistent across an entire quarter.
The Role of A/B Testing
Even with VIPs, there is no one-size-fits-all approach. A/B testing should play a central role in refining your VIP communications. Test elements like:
- Subject lines (e.g., “A Gift for Our Best Customers” vs. “Exclusive VIP Reward Inside”)
- Incentive types (e.g., free shipping vs. free gift vs. percentage-off discount)
- Content formats (e.g., storytelling-style founder emails vs. polished product showcases)
- Timing and frequency of VIP emails
The goal is to identify what resonates most with your highest-value customers without overwhelming them. Small tweaks can dramatically increase engagement and retention in this critical segment.
Final Thoughts
Your VIP customers are not just buyers—they’re brand advocates, repeat purchasers, and the lifeblood of your long-term profitability. By defining who they are, creating a dedicated segment, and building automated flows designed to celebrate and reward them, you strengthen loyalty and encourage even higher lifetime value. Pair this with consistent A/B testing, and you’ll ensure your VIP program continues to evolve and deliver results. In short: treat your VIPs like the special customers they are, and they’ll reward you with loyalty that fuels your brand’s growth for years to come.
